Dasani Bottled Water Case Study

Having a strong brand for an organization is very important, especially if the organization is still in existence. It is necessary for an organization to stay competitive if it wants to keep the customers satisfied and excited for new products. With an overwhelming of the consumers with numerous brands under a specific product line, it is easy to have a relating brand suffer and lose their interest to their consumers. In the market, one of Coca-cola’s major consumer product that has been struggling is the Dasani bottled water. After the lunch on the Dasani bottled water by Coca-cola, the product was not as strong in the market as the Aquafina bottled water product by Pepsi has been. Aquafina bottled water has been a success and enjoyed through-out the U.S. by many consumer’s. This paper will discuss a re-branding strategy for the Dasani bottle water that has been struggling in the market. The re-branding strategy will attempt to address the loss of the brand of the Dasani bottled water by addressing a “new name, changes in packaging, price point, product position, advertising strategy, a distribution method, and improvements in qualities”.

This will give the brand name fresh mountain spring water a more natural touch and an honest approach to the product, which will make the product more appealing to the customers. “A brand creates perceived value for consumers through its personality in a way that makes it stand out from other similar products” (Mróz-Gorgoń, 2016, pg. 117). Scientific research, have said that there are chemicals present in most foods and beverages and is high in diet in recent years. Therefore, having the new brand name fresh mountain spring for a bottled water is more of a natural taste and an honest approach will attract more people to the